The colors and characters of slot machines, as analyzed by a graphic and web designer with experience beyond the gaming industry, can provide insights into the psychological techniques used to make these games successful.
The same applies to the design and layout of the properties. An industry outsider exploring the expertise of casino design pioneer Bill Friedman, and the legendary interior design genius Roger Thomas, can ignite fresh ideas.
Mirko Humbert is the creator of the website Designer Daily, described as “a place for designers to find inspiration, resources, and thoughts that will be useful in their daily work”. There is a substantial presence of blogs relevant to gaming, including the online and expanding igaming sector.
Humbert, who is based in the city of Fribourg in his native Switzerland, emphasizes that a broad rainbow of colors be used to produce a slot machine’s pleasing sounds, graphics, and animation, all of which combine to create an experience for customers to make them feel comfortable and wanting to come back.
Humbert acknowledges that nobody really knows when people started wagering. Researchers, he said, believe that casinos have existed in one form or another in every society in history from Mesopotamia, Greece, to Rome. Evidence shows that in 2300 BC China, there were wooden blocks used in a game of chance.
He states that dice emerged in Rome around 500 BC and playing cards in 800 AD. In the 1400s people played modern-day casino games like baccarat. The first-known casino, Casino De Venezia, opened in 1638 in Italy.
Humbert delves into the history of casino interior design and the major influence Bill Friedman exerted on the industry.
Friedman is the author of “Designing Casinos to Dominate the Competition”, published by the University of Reno’s Institute for the Study of Gambling and Commercial Gaming, and the ground-breaking blueprint for succeeding in the casino business titled “Casino Management”.
His advice was to create, according to Humbert, an adult playground design with “maze-like” building layouts, recommending the use of low, feature-free ceilings, and a maze of slot machines while ignoring high-end décor unrelated to gambling.
In the past, slot machines were arranged in rows. Table games are made for small group interactions and intimate social settings.
The carpets and walls of brick-and-mortar casinos, Humbert maintains, all have carefully selected colors. Red, purple, and black are used in casino interior design to create an atmosphere that attracts visitors.
Friedman, meanwhile, taught Casino Management for UNLV’s College of Hotel Administration for a decade. It was the first university or college-level course on the subject. He was president of the Castaways Hotel and Casino and the Silver Slipper Casino. He is president of Friedman Management Group, which specializes in casino marketing, design and operations.
Bill Friedman, according to Humbert, formed his conclusions about casino design after conducting a study on approximately 80 casinos in Nevada to understand the factors contributing to their success. Most properties adopted his 13 core principles into their design.
Entering a casino offers a unique and luxurious entertainment experience. Humbert describes a place filled with excitement, glittering lights and the promise of fortune for those who gamble wisely.
Humbert asks: “Is it accidental, or do they meticulously plan and design the layouts to make you feel that way?”
When discussing casino wall design, he references “loss aversion” which is the psychological principle that casinos use to keep players engaged.
“It is a phenomenon where the potential loss is perceived psychologically or emotionally more daunting than an equivalent gain,” Humbert says. “In simpler words, gamers will spend more to avoid losing or recover than to win.”
One of the ways casino properties capitalize on this principle is to make it difficult for players to track time, he says. Humbert explains it is the lack of windows and wall clocks that make it challenging for players to realize exactly how much time they have spent in the casino. Loud music, bright lights and “charming sounds” also keep players engaged longer.
The bottom line is that casinos do not want you to feel defeated and walk away, Humbert postulates. They follow the idea that people are likely to spend more if they receive positive rewards. Therefore, gamers are likely to continue gaming if they progressively win, even in small amounts.
Humbert references the “maze layout” that casino designers adopted. The idea, he says, is to attract players to the games and make it difficult to leave. The purpose is to create an environment where players may feel lost or distracted while navigating, particularly on the casino gaming floor.
Machines arranged in “haphazard, curving arcs” with alluring lights and other visuals creating an expectation that guests will make a stop to try their luck. Gaming machines are within the sight of everyone on the casino floor, no matter where you are standing.
Then along came Roger Thomas, the man singlehandedly responsible for transforming the interior designs of modern-day casino resorts in Las Vegas, including Mirage, Bellagio, Wynn Las Vegas and Wynn Cotai (Macau).
Thomas began his designer career with the firm of Michael Taylor, then in the late 1980s teamed up with Steve Wynn and became Executive Vice President of Design for Wynn Design and Development.
While collaborating closely with Wynn and demonstrating meticulous attention to detail, Thomas played a pivotal role in shaping the distinctive appearance and character of the modern Las Vegas resort. Grand entrances, exquisitely appointed lobbies, luxury suites and curated art collections dominated his designs.
The so-called “luxurious appeal” raised the ceilings sky-high and filled the casino floor with sculptures and more open space, Humbert observed. The idea, he says, is to convert the floor into a “high-end palace” where players feel comfortable and relaxed.
Humbert says: “When a player enters the floor, they no longer see the slots but the sculptures and the bright painted skies. Players receive a spa experience that encourages spending money despite the unfavorable odds. The concept was named ‘the playground idea’.”
Humbert claims casinos cater to diverse needs. Designers use a distinct approach to attract most players. The research aims to attract customers who will encounter a variety of slot machines and table games. The goal is before they reach the exit to open their wallets and have a dance with Dame Fortune.
He cites a study from the University of Las Vegas that shows a game’s theme plays an important role in whether it will be successful. “People are more likely to enjoy a game if they can relate to the characters and story, so it is important for developers to craft memorable characters with engaging storylines,” he writes.
Acknowledging that the most popular themes for slot machines incorporate adventure, fantasy, mystery and science fiction, Humbert stresses the importance of integrating the theme of the game into the design of compelling characters that will make the game stand out and help players easily recognize and connect with what they are playing.
He emphasizes that diverse characters in appearance, abilities and personalities can increase game interest and attract a wider audience.
The use of dialogue, animations and bonuses combine to give characters the personality the developer is striving for and permit them to stand out from others in the game, Humbert writes.
Design characters to be realistic and attractive, ensuring players can easily relate to and understand them.
The unique qualities of a game are what make the game memorable. This is highly impactful because the goal is to make players remember them after they have finished playing the game and it is what will compel them to seek the game out on their next visit.
